1. Marketing and Advertising Using Google and Facebook
Targeting Your Advertising to the Right Audience
Syed Salman Abbas – 1139132

2. • History and Current state of online Marketing and Advertising
• Compare online advertising and traditional approaches
• Some Examples of Online Marketing
• Explain how Search Marketing works
• Contrast Organic and Sponsored search result on Google
• We will learn about Google AdWords and AdSense
• Indentify Google Content Network sites and Partner Network Sites
• Advertising on Facebook
• Google Real-Time Insight Finder (Video)

3. It’s safe to say that the Internet has changed the world. It‘s changed
 The way we learn (Virtual University, YouTube Educational Videos)
 Find information (Search Engine – Google, Yahoo and Bing)
 Shop (eBay, Amazon, TradeKey.com, AliBaba.com, B2B, BE2, and C2C)
 Communicate (email anyone worldwide instantly, twitter and Facebook)
In advertising, the internet has created a revolution. Online advertising
made its entrance in October 1994, when HotWire.com began banner ads at
the top of web page.

4. After that many online advertising agencies began experimenting with
different online advertising models like Google AdWords and AdSense.

6. YouTube at a glance
As of May 2011, YouTube has
800 million monthly unique
users worldwide who upload
more than 48 hours of video
to the site every minute.
People are watching more
than 3 billion videos daily the
equivalent of nearly half the
world’s population watching a
YouTube video every day.

8. In-Games Advertising
In-game advertising (IGA)
refers to advertising in
computer and video games.
Advergaming:
Which refers to a game
specifically made to advertise
a product.

9. In-Games Advertising

10. In-Games Advertising
The website of Alex Tew, a 21-year-
old entrepreneur, who hopes to
pay his way through university by
selling 1 million pixels of internet
ad space for $1 each.

11. adCenter is Microsoft’s online advertising platform which enables advertisers to
connect with target consumers across multiple digital touch points, through both
brand and direct marketing messages.

12. In 2000, Google launched a keyword-targeted advertising program called
AdWords, revolutionizing the online advertising industry.
AdWords made Search Engine Marketing (SEM) effective. AdWords
showed ads on Google.com that were related to a person’s specific search.

13. Successful online marketing campaigns require the application of the three
R’s of advertising: reach, relevance, and return on investment (ROI).
 Reach: More than 170 million people use the Internet in the United
States. Google’s network reaches 80% of these potential customers.
 Relevance: AdWords shows ads to potential customers who are actively
searching for what businesses have to offer.
 Return on investment (ROI): Using analytical tools, advertisers can
understand more about the effectiveness of their ads (such as who clicks
on them).

14. When a user visits Google.com, he enters a
keyword and presses the Google Search
button (this is called a search query). In
response, Google displays a search results
page, which lists web pages relating to the
search query.

15. Google distributes its search results and ads to a network of partners
making up Google’s search and content network. This means that
advertisers can choose to display their ads across these partner sites in
addition to having them displayed on Google.com.

16.  Google’s content network includes news pages, special-interest websites,
and blogs. It includes large media sites like The NewYork Times.
 These sites partner with Google as part of the AdSense program.
 AdSense runs through contextual placement

17. Account Page

18. Campaign Management of
an AdWords account

19. Local business ads are AdWords ads associated with a specific
geographical location.

21. Google Analytics is a tool that advertisers use for gathering all kinds of data
about their website and their ads.
Google Analytics provides reports on:
• How many new and returning visitors come to a website
• Where visitors live in the world
• How users find a website (called referring sources)
• How visitors navigate and use a website
• Sales trends
• How sales relate to ads
• E-commerce metrics such as revenue and conversion rates

23. Publishers are paid when interested users click the ad. They have to
place a Google search box on their site.

26. Because People are Teaching Others to Illegally Earn through AdSense – Click fraud

27. Social Ads - Social Ads are very similar to Google AdWords except that rather
than identifying and bidding on keywords, you chose the demographics and areas
of interest to target for your ad

29. Career as Search Engine Marketers (SEMs)
Google Advertising Professional (GAP)

30. Google Real-Time Marketing Tool (Video)
 Twitter @ ENIAC002
 Blog: zab-tech@blogspot.com
 Email: Salman4ku@gmail.com